Schlotzsky’s Is Coming for Millennials With Its New ‘Austin Eatery’ in Duluth

Schlotzsky’s is known as a pretty standard sandwich chain with more than 350 locations around the world. But, like so many other standard restaurant chains these days, the company appears to be making a big move in hopes of luring the coveted millennial demographic. Behold: Schlotzsky’s Austin Eatery.

The new concept doesn’t venture too far from the original Schlotzsky’s model, but it comes with a redesign that screams, “Hey, this is supposed to feel like Austin! You like Austin, right, millennials?” The restaurant, located at 2260 Peachtree Industrial Blvd. in Duluth, is holding a grand opening today. The party’s Facebook announcement offers a little insight into the new concept, which, did you know is inspired by the utter coolness of Austin? This restaurant is cool, young people.

Schlotzsky’s Austin Eatery features a brand new look and feel, a variety of new menu additions, a carefully crafted beer and wine selection, and an out of the ordinary guest experience. Join us as we bring Austin’s funky, eclectic foodie paradise to Duluth, Georgia. Different? Absolutely. But ordinary? Never.

The menu offers traditional Schlotzsky’s deli meats and new items such as shrimp and pulled pork, available on sandwiches, sliders, tacos, and flatbreads, according to the Atlanta Journal-Constitution. The beer list highlights a few local brews. In addition to the updated decor and menu, the Austin Eatery features a self-ordering kiosk to complement table service. Schlotzsky’s president Kelly Roddy tells the AJC, “The original sandwich shop on South Congress is the epicenter of coolness today. We want to bring that Austin vibe to anywhere in the country.”

Will this new, cool restaurant expand beyond Duluth? That probably depends on how much success the first location sees.

Some restaurant chains are trying to skew younger and hipper with new marketing (see KFC’s revolving door of Colonel Sanders mascots portrayed by millennial-approved actors and comedians). But others, like Schlotzsky’s, are taking the extra step of introducing entirely new concepts. Taco Bell’s offshoot, Taco Bell Cantina, is serving beer, sangria, and spiked slushies. Cracker Barrel, which is beloved but also the picture of old-timey, is trying to hit the nexus of food trends with its modern, Southern, fast-casual concept Holler & Dash.

Schlotzsky’s Austin Eatery is open seven days a week from 10 a.m. to 10 p.m.

• Rethinking the Sandwich Game: Duluth Is Site for New Concept Schlotzsky’s Austin Eatery [AJC]
• Taco Bell's New Booze-Peddling Cantina Concept Is Coming to Atlanta This Summer [EATL]
• Holler & Dash Is Cracker Barrel for Millennials [E]